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Brazilian wellness products market worth a total of $10 billion

2011 and 2012 registered a continuation of strong growth in the Brazilian wellness packaged food and beverages markets with a continuation of double-digit growth rates across both categories.

The Brazilian functional and fortified packaged foods and dietary supplements markets have hit a value of approximately US$10 billion, says recent research.

Health and wellness is growing rapidly from a small base. The major driver behind the growth continues to be Brazil's fast-growing middle class.

Consumers that previously bought little beyond the basic needs are now fully-fledged consumers, and companies are seeing strong growth in foods like functional yoghurt and olive oil, which more consumers are able to afford for the first time.

Although the Brazilian economy showed signs of slowing in 2012, the growth of the middle class in the country is a trend that is expected to continue in the long term with millions more Brazilians entering the consumer class.

Along with higher incomes, these consumers are also receiving higher education and confronting more health problems like obesity, and busier schedules and full employment, leading to a breakdown in the traditional Brazilian diet.

According to a recent market report, 'Health and Wellness in Brazil,' private label is seeing its share rise in key product categories across health and wellness food and beverages.

One of the greatest protagonists behind the rise of private label is Cia Brasileira de Distribuição SA, the owner of the supermarket chain Pão de Açucar, which repeatedly put organic and other health and wellness products at the centre of its growth strategy.

Indeed, the company had a strong performance in 2011 and 2012, especially with high growth of its naturally healthy lines of products such as NH olive oil and NH nuts under the Taeq and Pão de Açucar private label, as well as the introduction of Taeq organic tea and coffee.

The highest-profile launch as of 2012 for a product sweetened with stevia occurred in July 2011, when Coca-Cola Indústrias launched a version of its Del Valle Mais Laranja Caseira Light. The new formula was researched in Coca-Cola laboratories and developed in partnership with Cargill and is the first nectar to use the sweetener.

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